In February 2012 179 million U.S. Internet users watched nearly 38 billion online videos, according to industry research. Predictably, YouTube statistics are colored with consumer viewing behavior. But B2B online video viewing grew 27% from 2010 to 2011 and eMarketer estimates that B2B spending on online video will rise as much as 55% this year. Which makes it the fastest growing ad format in 2012. In fact, your B2B audience expects you to engage them via video. Companies that don’t utilize video as part of their marketing efforts are likely to use lead generation opportunities to competitors that do.
Having online video in your mix is a priority for marketing in the coming year. Here five tips to help you create compelling videos to drive your business:
Content is all around you – You already posses a wealth of content that can be reused, recycled and repurposed into online video. It’s tucked into the deep recesses and dank corners of your business. White papers, promotional materials, training videos, presentations developed for product briefings, keynote presentations given by your executive teams at conferences, panel discussions, interviews – the list is endless if you really look. Identify it, categorize it, and leverage it to engage your customers and prospect.
Ah, the power of video. Witness the virality (and virility?) of the Dollar Shave Club.
Seems like a revolutionary concept, doesn’t it? And with that David vs. Goliath overtone, it’s downright catnip to the trodden, recession-weary masses. But, guess what? Budget blades have been done before. Several times. (See www.razorsdirect.com, www.shaving-shack.com, not to mention drugstore knock-off brands.)
So, what made it different this time?
In a word, video.
(4.15 million views on YouTube in a month.)
You can call it social media, too. Or just a sense of humor. But the basic fact is, without the video, and the talent it showcases, Dollar Shave Club would not have the big brands shaking in their boardrooms.
Many companies today are jumping on the bandwagon to add custom social media accounts to their list of web properties. The Cisco Support Community team is one such group, but this team has done so particularly well and seen great successes with their endeavors.
In early 2010, they launched and revamped their social initiatives in hopes of staying connected with customers and extending the community beyond Cisco’s immediate reach. Just over a year afterward, the team was recognized as the winner of the 2011 Forrester Groundswell Award in the B2B Supporting Category. What’s more, Cisco estimates that the community-based support on Facebook and Twitter is saving the company more than $400K annually! Not everybody rises to fame with the fruits of their social media labor. I was curious to find out what the team did that led to such positive results, so I chatted with Pratibha Gupta and Mohan Rao, leads of the social media branch of the Support Community team.
Now this is really cool. Have you been wondering why the social media activity for Cisco Live UK has been so quick, responsive, and high-quality? Well, today we’re going to show you why. Peter was invited to step inside the Cisco Social Media Studio at Cisco Live UK, which is the social media nerve center for the event. It is here where they are creating “one of the most customer-aware events in the world.”